So, Christmas is behind us but we’ll only have to wait until August before it rears its head. It’s Easter’s turn to waylay us in advance and the main culprit is irrefutably Cadbury’s.
Continuing the impetus from Publicis’ 2008 campaign (i.e. catch them whilst you can), 2010 sees the relaunch of www.cremeegg.co.uk to mark the four-month availability Cadbury’s Crème Eggs according to Brand Republic blogger Matt Williams. Featuring online games and youtube videos, the website also cleverly integrates the brand’s strong social media presence. Included is the twitter feed, listing fans’ tweets, and a simplified facebook wall showcasing a two-way communication stream between the brand and consumers.
From earlier posts, it’s already been considered that ‘one-size-fits-all’ glossy advertisements are being rendered obsolete. Blogger Mark Bower echoes this, fearing marketers will retreat ‘trembling in fear into [their] shell’ by sticking to print methods during the credit crunch.
What Groundswell have noticed, though, is that the difference between this recession and the last is that Web 2.0 marketing techniques have been about far longer. ‘Digital marketing is no longer experimental.’ An average of 12% of every marketing professional’s budget was spent on social media and web advertising.
But the use of social media to strike up what the Cluetrain Manifesto team term the ‘conversation’ also cultivates what Decker and Ze Frank call the ‘Participation Chain’ – engaging customers through communication. Something as simple as incorporating ‘How are you feeling this evening?’ into a marketing call and extending it slightly almost doubled the number of consents to have salespeople conduct a home-visits.
Although social media is not direct marketing in this sense, the sentiment of their paper is engaging a consumer for longer, through online games, videos etc., increases ‘their connection to that brand or platform.’
The use of Twitter and Facebook on this site not only encourages engagement but provides a Web 2.0 incarnation of word-of-mouth marketing – heralded for its results. These streams ‘can be used to market to, and draw in participation from, other visitors to the Web site.’
This all shows Web 2.0’s effectiveness at generating Participation Chains. Back in the day, we only had five simple words: ‘How do you eat yours?’